CREATIVE INDUSTRIES OF OMSK: SYMBOLIC COMMODIFICATION OF LOCAL IDENTITY IN THE FASHION SECTOR
Yu.I. Derevyanchenko1, V.V. Ataeva2
1Dostoevsky Omsk State University, Omsk, Russia
2Ministry of Economy of the Omsk Oblast, Omsk, Russia
Keywords: creative industries, fashion industry, symbolism, commodification, entrepreneurship, local identity, regional development, Omsk
Abstract
This article analyzes the mechanisms of symbolic commodification of local identity in the fashion industry, using Omsk - a regional center characterized by a pronounced institutional deficit and a low level of development in the creative industries - as a case study. Particular attention is paid to how local fashion brands overcome the industry’s structural constraints: weak state support, the inertia of production specialization, the outflow of young people, and low entrepreneurial activity. The study is based on qualitative methodology: 13 in-depth interviews were conducted with entrepreneurs and analyzed using multi-level coding (MAXQDA 2024). The results show that the viability of fashion industry brands is achieved through adaptive strategies - multi-level product symbolization, targeting the social segment of migrants from Omsk with high symbolic demand, and the development of horizontal collaborations within the local creative community. It is concluded that the symbolic commodification of local identity becomes a key resource for the development of creative businesses in industrial regional centers with an institutional deficit of creative infrastructure. The results obtained have practical significance for improving the effectiveness of creative industry support programs, as well as for developing territorial branding strategies.
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